餐旅業服務品質於網際網路運用之研究

The Internet Application in Service Quality of the Hotel & Restaurant Industry

10.29999/QM.200701.0019

鄧維兆(Wei-Jaw Deng)；詹弘斌(Hung-Bin Zhan)；蔡志弘(Chih-Hung Tsai)；蔡世傑(Shih-Chieh Tsai)

餐旅業 ； 服務品質 ； 網際網路 ； 服務品質差距模式 ； The Proprietors of the Hotel & Restaurant Industry ； Service quality ； Internet ； Service Quality Distance Mode

品質月刊

43卷1期（2007 / 01 / 01）

57 - 63

繁體中文

隨著經濟的起伏及科技的不斷進步，在服務業中造成了不小的衝擊，尤其本研究欲探討的旅館與餐飲業更是首當其衝。經濟的起伏與消費者消費能力，消費願意及消費的機會息息相關，這也就促成餐旅業會如此重視這些影響了。但是經濟畢竟不是業者所能確實掌握的，因此業者能夠做的就是將本身餐旅業的服務品質提昇，這是影響顧客上門消費的重要關鍵。雖然一般的餐旅業者都明白這道理，但在實行上卻有些困難。就算多少實行了，也可能在不合宜的實施方式下，耗費不少資源卻仍舊無法產生實質績效。透過服務品質理論的發展與推廣，所有服務業可說都已將服務品質視為重要的企業競爭提昇之要素。但在網際網路行銷方式已日趨成熟的今日，原先的海報、報紙、廣告、信函、電視宣傳的手法，已漸轉成電腦網際網路傳遞訊息的方式。而餐旅業者廣泛運用網際網路在企業與顧客互動之際，卻未領悟網際網路除了應用在行銷上，對提昇服務品質作業也是極為好用有效的運用工具，因此針對網際網路特性與 PZB服務品質衡量五構面之工具做綜合研究。本研究提出PZB服務品質差距模式中能縮小五個不同服務品質差距的網際網路運用方法，並實際地實施應用於餐旅業者的網頁上進行效果確認。經實際已消費顧客問卷調查與網頁服務品質相關訊息點選統計，結果顯示透過快捷與無遠弗屆的網際網路傳遞訊息方式，確實能有效縮小餐旅業者與顧客間的服務品質認知差距，進而提高顧客滿意度與企業對外競爭力。研究結果將可供餐旅業者在運用網際網路科技工具於服務品質提昇做法上之參考。

Along with economic steadiness and technological unceasing process, it causes a great impact in the Service Industries, especially in the Hotel & Restaurant Industry which this research wants to probe into. Because economic steadiness is related to a consumer's consumptive abilities, consumptive desires, and consumptive opportunities, the Hotel & Restaurant Industry would like to pay more attention on these effects. However, economy after all is unable to be controlled by the proprietors. Hence, the only thing what the proprietors can do is to improve the service quality, which is the important key to affect the customer's consumption. Although all of the general proprietors of the Hotel & Restaurant Industry would understand this truth, there are some difficulties on execution. If being executed, it might be put in the unsuited way and waste lots of resources but without real achievements. By the developments and expansions of the service quality theorem, all Service Industries have already viewed the service quality as an essential element which the enterprises need to promote. Nonetheless, the sales way on internet today has already approached to maturity. The original skills, like posters, newspapers, advertisements, letters, and the TV publicities, have already turned to the way of sending messages by using internet. However, when the proprietors of the Hotel & Restaurant Industry extensively make use of the internet on the interactions between enterprises and customers, they cannot understand that the other way to using on the sales, internet is also a good and effective tool for improving service qualities. Therefore, we make a comprehensive research about the tools of the internet characteristics and Five PZB Service Quality Measurements. The research brings up PZB Service Quality Distance Mode, the internet using methods which can shrink five different service quality distance. In addition, it actually is good to use on the Hotel & Restaurant Industry proprietors' website for ensuring the effects. Through the questionnaires by the practical consumed customers and the statistics of the selecting messages related to the website service quality, the result shows that the method by using the fast and far-reaching internet to send messages really can effectively shrink the cognitive distance of the service quality between the proprietors of the Hotel & Restaurant Industry and customers. Furthermore, it can increase the customers' satisfactions and the enterprises' outward corn-petitions. The result of the research will provide a reference for the proprietors of the Hotel & Restaurant Industry by using the internet, a technical tool, on the method to promote the service quality.

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